From the Sacred to the Brand: Commodifying the Female Religious Body in Digital Media

Abstract

        New digital media, particularly social networking platforms and artificial intelligence technologies, are reshaping representations of the female body through a marketing-driven logic of commodification. This process generates visual models adapted to the demands of the digital marketplace, characterized by intense consumerist appetite and dense circulation of symbols and brands. Within this framework, the female religious body emerges as a prominent representation undergoing redefinition and identity re-production through the exploitation of its symbolic density and aura of sacredness. It is reconfigured as a hybrid marketing device that merges corporeal meanings with added religious value, conferring symbolic and moral legitimacy. This convergence produces highly consumable visual-discursive forms mobilized in the promotion of goods and services, facilitating the penetration of consumer consciousness and influencing purchasing behaviors within the globalized digital economy